Araceli Castelló-Martínez1, Victoria Tur-Viñes2. 1. Departamento de Comunicación y Psicología Social, Universidad de Alicante, Alicante, España. Electronic address: araceli.castello@ua.es. 2. Departamento de Comunicación y Psicología Social, Universidad de Alicante, Alicante, España.
Abstract
OBJECTIVE: To identify high-risk content in food advertising that combines obesogenic features with a highly emotionally engaging format. METHOD: Comparison of 304 videos (47hours and 41minutes) from 13 food brand channels (traditional advertising) and from 15 child YouTuber channels (endorsement and influence) posted in 2019. Exploratory content analysis of variables describing the communication style of the "challenges" format. RESULTS: Challenges are the most common type of content (53.3%; n=162), with a greater prevalence on child YouTuber channels (59%; n=131) than on brand channels (41%; n=31). CONCLUSIONS: Content created by consumers is not covered by current audiovisual communication legislation. Increased control of these practices is urgently needed, in terms of legislation, self-regulation and codes of ethics. Creativity, enjoyment or mere entertainment is not a sufficient argument for the persuasive promotion of behaviors that endanger the physical health of children.
OBJECTIVE: To identify high-risk content in food advertising that combines obesogenic features with a highly emotionally engaging format. METHOD: Comparison of 304 videos (47hours and 41minutes) from 13 food brand channels (traditional advertising) and from 15 child YouTuber channels (endorsement and influence) posted in 2019. Exploratory content analysis of variables describing the communication style of the "challenges" format. RESULTS: Challenges are the most common type of content (53.3%; n=162), with a greater prevalence on child YouTuber channels (59%; n=131) than on brand channels (41%; n=31). CONCLUSIONS: Content created by consumers is not covered by current audiovisual communication legislation. Increased control of these practices is urgently needed, in terms of legislation, self-regulation and codes of ethics. Creativity, enjoyment or mere entertainment is not a sufficient argument for the persuasive promotion of behaviors that endanger the physical health of children.
Authors: Miguel Negrín Hernández; Clara Bermúdez-Tamayo; Juan Alguacil; David Cantarero; Gonzalo Casino; Azucena Santillán; Mar García Calvente; David Epstein; Mariano Hernán; Leila Posenato García; Mercedes Carrasco Portiño; María Teresa Ruiz Cantero; Andreu Segura; Javier García Amez; Lucero Juárez; Juan Jaime Miranda; Manuel Franco Tejero; Joan Carles March; Jorge Marcos-Marcos; Zulma M Cucunubá; Blanca Lumbreras; Javier Mar; Rosana Peiró; Carlos Álvarez-Dardet Journal: Gac Sanit Date: 2022 Mar-Apr Impact factor: 2.139